Firstly, Growth is not marketing nor a marketing strategy directly. A marketing foundation precedes a growth system. A marketing foundation is how you build the Know, Like and Trust that gives somebody the confidence to Try, Buy, Repeat and Refer. So marketing is no like a trust where growth is Try, Buy, Repeat and Refer. So how do you build that marketing foundation?
20-25 years ago, we had not more than 8 marketing channels where we could market our business. But now we’ve mostly 16 marketing channels. I’ve created an info-graphic, see below –
Let’s get some basic idea how the channels will be a great marketing strategy:
Referral marketing — intentional word-of-mouth activities, viral tactics, and intentional referral generation
Public relations — activities aimed at receiving coverage in traditional media outlets, such as newspapers and TV
Online advertising — use of pay-per-click platforms, social networks, display ads, and re-targeting
Offline advertising — advertising in offline print and broadcast outlets, such as magazine, TV, and radio
Content marketing — publishing, optimizing, and sharing educational content that draws search traf c, links, and subscribers
Sales playbooks — creation of speci c actions aimed at mining, generating, nurturing, and converting leads
Email marketing — use of targeted and automated email campaigns based on conversion actions Utility marketing—creation of useful tools that stimulate traffic, sharing, and brand awareness
Influencer marketing — practice of building relationships with individuals and outlets that can in uence preestablished communities
Search engine optimization — on-page and off-page optimization activities aimed at generating organic search engine traf c
Partner marketing — co-marketing activities run in collaboration with strategic marketing partners Social media marketing—act of building engagement on established social platforms and networks such as Facebook, Twitter, and LinkedIn, as well as targeted industry platforms
Online events — events such as webinars, demonstrations, and workshops conducted using online tools
Offline events — events such as workshops, demonstrations, seminars, trade shows, showcases, and customer appreciation events
Speaking engagements — appearance of company representatives in sponsored speaking engagements at events such as industry conferences
Community building — intentional act of building and facilitating a community around a shared interest or topic related to the organization’s industry
Lastly,
This long list can make you confused. And it’s important for you to understand which channels are perfect for your business. So identify the core channels for your business, find opportunities for confluence and create a project list. Best of luck.
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